Recently we posted about how TurnKey Product Management 20x’d a brand’s sales in their non-peak season growing from $5,600/month to $123,000/month! We covered the non-ppc ad strategies in the last post. We got great feedback from the audience on it. So we asked TurnKey to cover how scaling with ads grew this brand so profitably!
Best of all, we only spent about $15,000 in ads in the peak month of November. Still, we brought over $123,000 in sales.
The first vital strategy for any brand selling on Amazon is to have a cohesive relationship between PPC and non-PPC strategies. It is essential the two intertwine and work together to make the magic happen. In addition, it’s important that both PPC and Non-PPC have very solid, tested, and true growth strategies for success regardless of the product or the category.
For this particular brand, here are the top 5 PPC strategies that helped push the needle forward and increase sales by 900% in three months:
PPC Strategy #1 - Run Automatic Campaigns for Each Product With Limited Budgets
This initial strategy is important as it helps find keywords customers are using to search for a product. When you compare top-researched keywords with search terms resulting in sales, you have a good foundation for manual keyword targeting. We then begin the process of moving converting search terms from automatic campaigns into broad keyword campaigns. That process results in what TurnKey likes to call Keyword Harvesting.
Each strategy in succession eventually leads to the bullseye. We recommend that you have limited budgets for your Automatic campaigns. You don’t have control over which keywords Amazon chooses but it’s a great way to expand your audience. Make sure you’re constantly adding negative keywords to remove any irrelevant keywords from triggering your ads.
PPC Strategy #2 - Extract Successful Converting Keywords from Automatic Campaigns and Run Broad Keyword Campaigns
Running broad match keyword campaigns allows you to slowly narrow the gap between keywords that improve performance and increase impressions and convert to sales vs. those that don’t. This is considered the beginning stage of Keyword Harvesting.
You’re basically using several different types of bait that have all performed semi-decently to catch related searches. Now you can see which are performing the best or outperforming the rest. We recommend that you only move over the search terms that have converted at least two times. That's because a search term that only has one conversion may be a fluke. Without this you’re likely to waste a lot of ad spend.
PPC Strategy #3 - Let the Harvesting Begin! Move Campaigns from Broad to Exact
Now that the keywords have been narrowed down to those that you know are performing well, you add these into exact match keyword campaigns and increase ad spend. This is considered the bullseye and has been strategically measured through data-driven results.
By targeting these in exact match, you can bid more on the exact terms that are working, and allocate more budget to the proven performers. Before you move these search terms to the exact match campaigns you should wait for another two conversions. That way, you’re only bidding on terms that have a strong track record.
In a nutshell, you are utilizing keyword harvesting in the auto, broad, exact structure as a data-driven approach to scale campaigns. Scaling campaigns is where you will really begin to see a difference and results with respect to organic ranking.
PPC Strategy #4 - Implement Competitor ASIN Targeting Sponsored Product Ads for Each Product
Now that you have narrowed down the keywords and maintenance for this portion of PPC campaigns are in place, it is time to start testing competitor targeting.
When choosing competitors to target, it’s helpful to target competitors where you have an advantage. If your product wins in star rating, reviews, or price versus a competitor, your ad will be more likely to convert. You can also use ASIN targets from your search term reports to see where you are appearing and converting on.
DSP Advertising Strategy #5 - Diversify Campaign Types to Build on Best Performing Targets
Once there’s a good understanding of what is working and not working in Sponsored Products, build on your successful targets by implementing more campaign types.
- Sponsored Brand Video ads are a great way to educate customers on the how and why to purchase your product.
- Sponsored Brand product collection and store spotlight ads not only show top of page (yes, even ahead of Sponsored Product ads), but this ad format has more features to further build sales, using the same keyword and competitor targets that perform well in Sponsored Products.
- Sponsored Display ads are another format to target your best-performing competitor ASINs.
- DSP retargeting ads. Get more sales from your PPC clicks by following up with DSP retargeting ads. Retargeting ads help nudge customers that viewed your product’s detail page to complete the purchase. You can retarget to first time buyers or repeat buyers by encouraging them to purchase again.
As mentioned above, combining PPC with non-PPC growth strategies is key.
When it comes to growing your brand on Amazon, implementing these growth strategies and combining efforts between your PPC and non-PPC strategies is going to be your key to success. Consistent efforts over time will lead to exponential growth for your brand.
TurnKey wants you to be successful on Amazon as always! We hope that at least one of the strategies we shared with you resonated with you and that you intend to put it into action to boost your conversion rate. Once implemented, almost all of these strategies can be improved; therefore, keep testing your listing to achieve the highest possible conversion rate.
By TurnKey Product Management We want to teach you all of our tricks and tips to help sellers like you succeed, but if you feel that you don’t have the knowledge or expertise on your own, we're here for you! Click here to visit TurnKey's website, where you'll track down free assets and can book a free call about how to prepare your business for progress!
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